You are previewing Revive: How to Transform Traditional Businesses into Digital Leaders.
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Revive: How to Transform Traditional Businesses into Digital Leaders

Book Description



  • Move from “reactive digital” to “transformative digital”

  • Use digital capabilities to fundamentally change the way you lead, direct, and structure organizations and teams

  • Stay focused on the “moving target” of digital best practices, and accelerate your progress towards digital maturity

  • REVIVE will help you build a core business model for creating your own digital disruptions—so you can deepen customer engagement, achieve unprecedented immediacy and efficiency, and dominate tomorrow’s markets. Packed with proven strategies, in-the-trenches techniques, and cutting-edge case studies, it will help you change the game before the game changes you.

    It’s no longer enough to buy software, or even cloud services. To fully leverage the benefits of digital, you must transform your teams, processes, and how you think about your business. Jason Albanese and Brian Manning have helped dozens of top enterprises do all this. Revive shares the lessons they’ve learned, and gives you a complete, end-to-end methodology that works.

    You’ll learn how to use digital to rapidly move the dial on short-term profitability. But that’s just the start. Revive will position you for long-term market leadership, by helping you capture new value from digital wherever great opportunities arise.

    Most companies have only gone “skin deep” with digital—and they’ve only garnered a fraction of the value they could be earning. In Revive, two world-renowned digital business advisors show how to drive a full-scale digital transformation that breaks down organizational barriers, cuts costs, accelerates product/service delivery, and dramatically improves customer engagement.

    Centric Digital co-founders Jason Albanese and Brian Manning draw on immense experience helping Fortune® 1000 companies succeed with digital strategies, platforms, and channels. They present data-backed insights into the ways midsize and large organizations are stuck hiring, managing, organizing, and leading in obsolete “analog” ways. Next, they offer proven, practical recommendations for fundamentally changing those behaviors to leverage the nearly boundless opportunities of digital.

    Their complete Digital Transformation Methodology guides you through benchmarking your digital maturity, envisioning strategy, roadmapping your transformation, and implementing the capabilities you need to execute.

    Revive’s multiple case studies show exactly how executives are applying these ideas to go far beyond incremental improvements, and change the game. If that’s what you want, Revive is your roadmap.


    Overcoming strategic, operational, technical, and market-related causes of failure


    Quickly moving from where you are to whereyou want to be


    Helping your agile and digital transformations enable and support each other


    Ensuring your readiness for the next decade’s technology revolutions

    Table of Contents

    1. About This eBook
    2. Title Page
    3. Copyright Page
    4. Dedication Page
    5. Contents at a Glance
    6. Contents
    7. Acknowledgments
    8. About the Authors
    9. Introduction
    10. 1. The Essence of Digital
      1. Industrial Revolution Similarities
      2. How Digital Revolutionizes Business
        1. Digital Is Core to Business
        2. Digital Breaks Down Business Silos
        3. Digital Gives Customers (A Loud) Voice
        4. Digital Enables Big Bang Disruption
    11. 2. The Difference between Reactive and Transformative Digital
      1. Defining Reactive Digital
        1. Historical Reactive Digital Failures
      2. Defining Transformative Digital
      3. Traits of Transformative Companies
      4. Companies That Are Disrupting
        1. Case Study: Uber
        2. Case Study: Warby Parker
        3. Case Study:
      5. Traditional Companies That Are Transforming
        1. Case Study: Burberry
        2. Case Study: Disney
        3. Case Study: Nike
        4. Case Study: UPS
    12. 3. Why Traditional Companies Are Failing at Digital
      1. Business Reasons Companies Fail at Digital
        1. Not Capitalizing on Unique Differentiators
        2. Having Digital Tactics without Digital Vision
        3. Comparing Oneself to Competitors Only and Not Best Practices
        4. Lack of Focus on Ongoing Customer and Client Engagement versus Just Sales
      2. Marketplace Reasons Companies Fail at Digital
        1. Customer Base Has Become More Digitally Sophisticated That Perceived
        2. Lack of Focus on Creating Streamlined Intuitive Customer Experience
        3. Lack of Understanding of How Digital Has Changed Desire for Ownership versus Sharing Economy
        4. Lack of Ability to Quickly Adapt to Trends
      3. Organizational Reasons Companies Fail at Digital
        1. No Digital Leader with Decision Autonomy, Direct Budget, or P&L Responsibility
        2. C-Suite and Leadership Not Involved in Company’s Digital Strategy
        3. Digital Team Is Too Top Heavy or Bottom Heavy
        4. Digital Not Embedded in Corporate Culture
        5. Trying to Do Everything 100 Percent In-House or Outsourced
        6. They Settle on the Wrong People in Key Digital Team Roles
      4. Operational Reasons Companies Fail at Digital
        1. Reliance on Traditional Heavy Processes and Reluctance to Lightweight Processes
        2. Lack of Enterprise-Wide Digital Spend Oversight
        3. Digital Is Controlled within Silos
      5. Technology Reasons Companies Fail at Digital
        1. Legacy Infrastructure Is the Excuse for Not Transforming
        2. Lack of Internal Use of Social Collaboration Capabilities
    13. 4. Unlocking Business Opportunity in Digital Trends
      1. Reasons to Monitor Digital Trends
        1. Identify New Business Models
        2. Ward off Disruption
        3. Better Understand Constituent Behavior
        4. Predict the Future
        5. Maximize Your Digital Maturity
        6. Practical Steps to Put Digital Trends to Use
      2. Understanding Trend Drivers
        1. Consumer Behaviors Driving Trends
        2. Environmental Drivers Influencing Trends
        3. Innovations Enabling Trends
        4. Trend Potential
      3. Monitor Digital Trends
        1. Identify What Matters to Your Company
        2. Identify Your Customer or Constituent Personas
        3. Identify the Digital Touchpoints Your Customers Most Connect with You Through
        4. Identify Trend-Related Research and Data Sources
        5. Define a Trend Scoring Model
        6. Set a Recurring Trend Analyzation Process
        7. Quantify Trend Opportunities to Prioritize Where to Focus
      4. Action Steps
    14. 5. Benchmarking Your Digital Capabilities and Maturity
      1. The Layers of Digital Capabilities
        1. Digital Channels
        2. Digital Ecosystem
        3. Digital Experience
        4. Digital Features
        5. Digital Platforms
      2. Benchmark Your Capabilities
        1. Anchor to a Digital Maturity Scale
        2. Benchmark Best Practices, Not Just Competitors
        3. Focus on Capabilities You Need to Win in
        4. Repeat the Benchmark Regularly
      3. Action Steps
    15. 6. Envisioning Your Digital Strategy
      1. Profile Your Digital Audience
        1. A New Model to Understand Your Audience
        2. Put a Digital Lens on Your Customer Segments
        3. Align Users’ Needs and Business Goals
      2. Journey Map Your Experience
        1. Your Journey Map and Your User Base
        2. Identify Key Touchpoints
        3. Identifying/Defining Use Cases
      3. Defining Enterprise Digital Strategy
        1. The Importance of Visualizing Strategy
        2. Visual Stories Pack More Details into Easily Digested and Sharable Information
        3. Leverage Strategic Frameworks
      4. Create Rapid Prototypes
        1. How to Bring Your Strategy to Life Quicker
        2. Use Sketches
        3. Create Design Mockups
        4. Build Responsive HTML Prototypes
        5. Digital Demands Dynamic, Not Static Planning
      5. Let Analytics Drive Your Strategy
      6. Action Steps
    16. 7. Roadmapping Your Digital Transformation
      1. Objectives of a Digital Roadmap
        1. A Digital Roadmap Is Easily Accessible
        2. A Digital Roadmap Is Dynamic
        3. A Digital Roadmap Is Social
        4. A Digital Roadmap Is Visual
        5. A Digital Roadmap Is Aligned to Business and Technology Roadmaps
        6. A Digital Roadmap Is Easy to Understand
      2. Components of a Digital Roadmap
        1. Initiatives Are Organized by Release Dates
        2. Initiatives Are Grouped by Categories
        3. Initiative Costs Are Represented
        4. Initiative Complexity Is Represented
        5. Initiative Impact Is Represented
        6. Prioritization of Initiatives and Features Is Represented
        7. Technology Represented as Enabling Business Capabilities
      3. Views of a Digital Roadmap
        1. Quantifying Value
      4. Action Steps
    17. 8. Organizational Capabilities to Drive Digital Transformation
      1. Choose the Right Digital Organization Model
        1. Centralized Digital Team
        2. Shared Digital Resources
        3. Managed Digital Resources
        4. Federated Digital Resources
        5. Decentralized Digital Resources
      2. Establish a Digital Center of Excellence
      3. Appoint a Chief Digital Officer
        1. Choosing the Right Candidate for CDO
        2. Sharing Responsibilities with Similar Executive Roles
      4. Define Standard Digital Team Roles
        1. Example: Digital Strategy
        2. Example: Product Management
        3. Example: Digital Operations
      5. Build Digital Talent and Culture
        1. Development and Training
        2. Leveraging Global Talent Remotely
        3. Compete for the Right Digital Talent
        4. Establishing a Digital First Culture
        5. Cultivating Thought Leaders
        6. Containing the Impact of Digital Resistors
      6. Implement Enterprise-Wide Digital Governance Processes
        1. Digital Budget Approvals
        2. Digital Roadmap Prioritization
        3. Digital Strategic Planning
        4. Digital Results Measurement
        5. Digital Program Communication
      7. Action Steps
    18. 9. Why Agile Transformation Is Critical to Achieving Digital Transformation
      1. Agile Benefits Over Traditional Methodologies
        1. Agile Gives Your Company/Team Real Feedback from Real People in Real Time
        2. Faster Time to Market with Greater Predictability
        3. Agile Produces a Better Quality
        4. Agile Gives You Early ROI and Early Risk Reduction
        5. Agile Is Efficient
      2. Leverage Common Agile Concepts
        1. Sprints or Iterations
        2. Product Owner
        3. Scrum Team
        4. ScrumMaster or Project Manager
        5. Product Backlog
        6. Sprint Planning Meeting
        7. Daily Scrum or Standups
        8. Sprint Review Meeting
        9. Sprint Retrospective
        10. Codeathons and Hackathons
      3. Leverage Agile Tools
      4. Action Steps
    19. Epilogue. Examples of Digital Trends Accelerating the Digital Revolution
      1. Industrial Internet of Things
      2. Big Data Visualization
      3. Universal Streaming Media
      4. Virtual Care
      5. Non-Banks
      6. Autonomous and Connected Vehicles
      7. Drones
      8. Virtual Reality
      9. Biometric Identification
      10. Paperless and Cashless
      11. Wi-Fi And Wireless Power Duo
      12. Robotics
    20. Index